Simply Put is a home organization product line, private-labeled for Lowe’s Home Improvement. ddm partnered with Knape & Vogt to create a content strategy platform to launch the product in 2018.
Simply Put Client Profile
Leveraging existing brand assets, including brand guidelines, packaging, and product spec sheets, ddm synthesized the preliminary research and market differentiators that make up the Simply Put brand.
ddm created audience profiles for the Simply Put demographic – simple DIYers such as millennials and new homeowners to align messaging. This line of soft-close cabinet organizers boasts a simple installation, using only two tools, and a weeknight to complete. Contrarian to the Pinterest-era DIY projects, Simply Put makes transforming your kitchen attainable in an evening.
Using custom assets developed from in-studio and on-location lifestyle photoshoots for the Simply Put brand.
ddm also provided a six-month content and messaging calendar for online distribution channels such as Facebook and Instagram, with supporting digital advertising schedules on each.
The first month of the campaign increased site traffic by 9,000 new users. Content and SEO Strategy lead to month-over-month increase in organic traffic. Coordination between content strategy and paid media led to increasing month-over-month revenue, both in Lowe’s Stores and online.
About Knape & Vogt
Knape & Vogt is a global leader specializing in the design, manufacture and distribution of functional hardware, office and healthcare ergonomics and storage-related components for original equipment manufacturers, specialty distributors, hardware chains and major home centers.